Phone calls are arguably the black hole in lead management. Why? Because calls are now the highest converting lead source for most businesses, yet a large number of companies are still putting funding into digital advertising without an idea of how these investments are bringing in leads. According to Gartner “out of 14 categories of marketing activity, 65% of marketing leaders surveyed told us they plan to increase their spending on digital advertising.”
The fact remains, customers will close a sale when they are ready, not when the company is ready to sell to them. When they do call, that interaction is more likely to result in a sales lead than relying on web marketing alone.
It’s not that the marketing isn’t working, it is…phone numbers are being dialled and click to calls are initiated as a result of marketing efforts. Proving the ROI of this ad spend is where many brands are at an impasse. The ability to accurately measure campaigns is the goal of most marketing teams and yet the hole is there, how do you measure offline interactions and manage the leads that come from them, especially phone calls?
Understand who the lead is going to
When multi-locational brands like those in the automotive sector send qualified leads to their vendors, the expectation is that follow up is immediate. Not always, it can be difficult for brands to trace the customer journey when they leave the brand website. Using workflows can set up a lead nurturing protocol for vendors so that calls are not missed and brands have full visibility of every step.
Call data is gold, use it
Seriously. Stream call data into software that can meld into an existing system. It’s easier than it seems. With this data, build digital profiles for customers to create personalised experiences for every caller and help sales teams understand exactly who they are selling to – resulting in higher conversion rates.
Infosys found that 59% of shoppers who have experienced personalisation believe it has a noticeable influence on purchasing. Despite the stats, there is a startling lack of investment in personalisation technology, according to Pure 360 via econsultancy, “38 per cent of companies are not undertaking any personalisation.”
Calling customers aren’t going away anytime soon and despite the advances in communication technology, large purchases still need the cushioning of a good conversation. Technology is accenting this process with features that make it beneficial for both ends of the line. Fill the gap by paying attention to who’s calling.